Ippel argued that maps offer both brand advertising opportunities (clearly) and “hyper-targeting” opportunities that can drill down to the street level. The second category is much more challenging because the ad inventory is largely not there — or not there at that kind of granular level. I just asked Ippel the question about the existence of the inventory. He said the inventory will need to be created, largely dynamically. I agree.

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This entry was posted on July 25, 2008 at 9:05 pm and is filed under Local Search, Mapping. You can follow any responses to this entry through the RSS 2.0 feed.
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4 Responses to “The ‘Mapvertising Opportunity’”

I wouldn’t be surprised if that 8 billion map impressions figure is pretty accurate. On YourStreet.com we get quite a bit more more map impressions than page views and I would imagine other map-centric sites would find the same thing.

Clearly, delivering ads on map views is a big opportunity, but as you note the challenge is in building up the geo-targeted inventory.